NHL hockey legend, Bernie Nicholls, and Hollywood stuntman and filmmaker, Ace Underhill have teamed up to build the World’s First Sports Stock Market. The duo’s brainchild, the All Sports Market App (ASM), is a sports stock market App where fans can buy and sell shares in their favorite NHL, NBA, and NFL teams.

After each game, the winning teams payout dividends to their shareholders (note: the app is free, and no real money is involved). Players can accumulate SportsFolio Points to exchange for ASM Dollars (the in-app currency), which can then be used to buy real sports memorabilia and other sports products from the Rewards Store (opens in or before January 2015, though points are collectible now). The program parallels the real stock market, except that ASM uses sports teams from leagues that people actually know, rather than unfamiliar businesses listed on the New York Stock Exchange.

ASM is free to download, free to play, and offers sports fans an alternative to “gambling”, instead focusing on “investing”. It’s more of a “reality sports” product, rather than a “fantasy sports” product.

“As a player, I always loved the fans and appreciated them,” Nicholls said. “I’ve tried to give back as much as I can. All Sports Market is taking it to the next level by opening up a whole new world of fun and opportunity for sports fans everywhere. It’s simple. You buy and sell teams like stocks on the stock market. When they win, you win!”

“ASM is a quantum leap beyond fantasy sports,” Underhill remarked further. “We know fans love consuming all the data they can find, following their players and bragging about them, but something is missing… a REAL connection to their favorite teams. We enable fans to own the game.”

The app, and its unique combination of founding talent, has drawn the attention of comedian Christopher Titus, film and television star Zack Ward, triple Grammy winner Ben Moody, Snoop Dogg, and many other celebrities and athletes who are participating in the worldwide launch over social media.

By contributing to and supporting the Snoop Youth Football League (SYFL), ASM seeks to help end financial illiteracy and create new opportunities for kids to learn finance through sports. The SYFL’s classroom setting and focus on education in addition to athletics makes a partnership with the sports stock trader a logical evolution.

“I love the kids and I always have,” said Nicholls. “I love the youth camps and programs. Having Snoop on board is just awesome. I know we’ll do great things together.”

“The children are our future,” Underhill continued in his manifesto on the sports trading movement. “As cliche as that sounds, it’s true. Financial illiteracy in this country, and the world, represses people’s abilities to overcome the day-to-day challenges of earning and handling money, as well as planning for their future. What if you could focus all that sports knowledge and passion into a positive change for your personal future?”

Upon reading Underhill’s statement, Snoop replied, “Run with it everywhere.”

Full disclosure: I owned 50 shares in the LA Kings at the time of this picture.

ASM is a great way to really get involved with your favorite teams, giving players a feeling of novelty and involvement not normally gleaned from other sports products. It gives the fans a sense of empowerment both through the ownership of a team ‘share’, and the confidence that goes with having learned about stock trading, without having to open a text book.

AllSportsMarket (ASM) is operated by The New Sports Economy Institute, a 501(c)(3) non-profit organization established to teach finance through sports. Ace Underhill is the sole technical architect with over 15 years experience working in movies, television, and music videos with such luminaries as Snoop Dogg, Coldplay, Rihanna, Foo Fighters, and other top artists worldwide. Bernie Nicholls is ASM’s spokesman and sports industry liaison. Bernie was an explosive scorer who accumulated over 1,200 career points while playing for six NHL teams. Recently, Bernie helped coach the L.A. Kings to their first Stanley Cup in 47 years.

The Snoop Youth Football League is a 501(c)(3) non-profit organization founded to provide the opportunity for inner-city children to participate in youth football and cheer. The SYFL serves children between the ages of five and thirteen, teaching them the values of teamwork, good sportsmanship, discipline, and self-respect, while also stressing the importance of academics. Visit: http://snoopyfl.net/

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